汉语语言艺术在广告语中的应用.doc

北方民族大学
学士学位论文

论文题目: 汉语语言艺术在广告语中的应用

院(部)名称: 文史学院
学生姓名:
专业: 广告学学号: 2008
指导教师姓名:
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北方民族大学教务处制

摘要
随着经济的发展,作为推销手段之一的广告越来越受到人们的重视。广告活动作为一种创作活动,其实际上是文化和艺术的结晶,主要体现在广告语言的创作上。语言是人类世代相传、生生不息的精神产物,在社会生活中具有普遍性、广泛性和全民性。语言艺术在广告策划中的运用主要体现在广告语上。广告语是广告在一定时期内反复使用的特定宣传语句,使公众理解和牢记的一个确定的观念。因此,在广告策划中,广告可以利用语言艺术的作用将广告语锤炼得更加精细和合理,从而更好地服务于广告所作的产品。在世界上,汉族是人数最多的民族,汉语的语言艺术博大精深,在广告语中的应用多种多样,依靠汉语语言艺术的魅力创作出优秀的广告语,给消费者留下深刻影响是十分重要的。
关键词广告语;汉语修辞;中国传统文化;问题
Abstract
With economic development, marketing tools, one of the ads more and more attention has been paid. Campaign as a creative activity, and in fact is the crystallization of culture and art, mainly reflected in the creation of the advertising language. The language is the product of human generations, the spirit of the endless, universal, broad and universal in social life. Language arts in advertising planning is mainly reflected in the slogan. The slogan is a particular publicity statements, repeated use of the ads in a certain period of time to enable the public to understand and keep in mind a definite idea. Therefore, advertising planning, advertising can take advantage of the role of the language arts slogan temper much more refined and reasonable in order to better service the products made ​​in the ad. In the world, the Han is the largest number of ethnic Chinese language arts profound, a variety of applications in the language of advertising, relying on the artistic charm of Chinese language to create a good advertising slogan, left a deep impact to consumers is very important the.
Key words advertising language; Chinese rhetoric; traditional Chinese culture; problem
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前言
随着改革的步伐,当今社会呈现出一片繁荣的景象。市场经济迅猛发展,商品竞争异常激烈,宣传成为社会中不可或缺的商业手段。广告作为一种宣传方式,已渗透到生活的方方